Best E-tailer Blog 2010

For fashion super-brand ASOS, winning a Cosmo Blog Award reaffirmed the importance of blogging and led to some significant changes to the e-tailer's blog. Asos's Natalie Wall explains all to Cosmo.

What did winning best e-tailer blog mean to you?

I was thrilled to win best e-tailer blog as I was up against tough competition in this category and it felt we'd been judged on the quality of content, rather than just having a pretty design.

It was also quite emotional, as The ASOS Blog was literally the fruits of my own hard graft, developed from scratch, so I felt like a proud mum! The award itself is now on display in the ASOS awards cabinet.

How has life changed for you in terms of your blog in the last year?

I think from a retailer's perspective, there's been a real step change in the social shopping space with many brands upping their game, not only in terms of their blog offer but accompanying this as part of a larger social media strategy with integrated apps and cool gadgetry.

For us, it reaffirmed the importance of blogging to the business; ASOS has since hired an editorial team and the brand blog has become four, updated daily:

Kate's Closet - A blog about having fun, being brave and living in the moment

Press Play - Bringing you music from the underground, overground and (cutting) edge of sound

Spotted - Featuring photos of the stylish ASOS staff and street style pictures from fashionable happenings around the globe.

We're also forging stronger relationships with bloggers, too – both established sites and aspirational, up-and-coming writers as we're always on the look-out for the next big thing.

Personally, I've since gone on to launch my own blog, Le Blow – a fashion and lifestyle site written by a collective of witty women.

What was the best thing about winning the Cosmo Blog Awards 2010?

Even writing for such a large retailer, it's still nice to receive awards and get a reassuring pat on the back from your readers so it boosted my confidence no end.

Would you encourage other bloggers to enter the Cosmo Blog Awards this year?

I certainly would – particularly independent bloggers as it's the ideal platform to showcase your work. I've been following WishWishWish.net and Diary of a Vintage Girl since their own Cosmo Blog Awards wins.

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